Sweet Potatoes

Purple Reign: Stokes Takes Sweetpotato Market by Storm

Fri, 17 Apr 2026 04:50:49 GMT

Twenty years after Stokes Purple sweetpotatoes were first developed, they’ve taken the market by storm to become the most widely distributed U.S.-grown purple sweetpotato.

Livingston, Calif.-based A.V. Thomas Produce acquired the patented variety from a North Carolina grower around 2005.

Stokes Purple sweetpotatoes, which got their name from Stokes County, N.C., where they were first grown, weren’t the first purple sweetpotatoes A.V. Thomas tried, says Jeremy Fookes, sales director.

“It was the first purple-flesh potato that had a deep dark purple pigment that actually tasted good,” he says.

Purple pigment in sweetpotatoes has a natural bitterness to its flavor profile, Fookes says.

“Stokes Purple sweetpotatoes have that special balance of pigment to wow and appear very dark, while the sweetness is high enough to balance out the bitterness of the purple color,” he explains. “We felt that was extremely special and knew it would be something that could find a place within foodservice and retail channels.”

A.V. Thomas approached Frieda’s LLC, now based in Anaheim, Calif., in 2012 to market and distribute the product.

“Frieda’s was enthusiastic when we introduced Stokes Purples to them,” Fookes says. “It was an item that matched their signature purple color, and the president at the time simply said, ‘I want them all.’

“Frieda’s showed that they had the expertise and experience in getting new specialty produce items the proper attention they need to nurture them into a larger production item,” he adds.

Growing Stokes Purple sweetpotatoes can be a challenge, Fookes says. They typically produce smaller yields than other varieties, take longer to mature and don’t always grow as uniform in shape, and that can make harvesting and packing more difficult. But they have a unique flavor that is a natural product of California’s Central Valley.

“The region’s ideal conditions — including warm, sunny days, cool nights and soft, sandy soils — allow the crop to thrive and develop excellent internal quality,” he says. “In addition, our harvest and packing practices help ensure a cleaner appearance and consistently higher Brix levels, resulting in a sweeter, better-eating product across all varieties, including Stokes Purples.”

Consumers are drawn to Stokes Purple sweetpotatoes for several reasons.

“Their vibrant purple color stands out and remains rich even after cooking, making them visually appealing on the plate,” Fookes says. “They offer a more balanced flavor than traditional orange sweetpotatoes, with a mild sweetness and slightly nutty profile that isn’t overly sugary.”

Their firmer, denser texture also holds up well in applications like roasting, fries and salads, he says. And many consumers appreciate their perceived health benefits, since the purple color is linked to antioxidants along with fiber and vitamin C.

September to April is peak season for Stokes Purple sweetpotatoes, but A.V. Thomas has increased its planting this season with the goal of extending availability further into the storage season, Fookes says.

Besides the Stokes Purple variety, A.V. Thomas grows Ben Yagi purple sweetpotatoes as well as Murasaki, a purple-skinned Japanese type that some consider a purple sweetpotato, and about a dozen more traditional sweetpotato varieties.

Stokes Purple sweetpotatoes, grown by A.V. Thomas Produce, Livingston, Calif., and marketed by Frieda’s LLC, Anaheim, Calif., have become a consumer favorite throughout the U.S.

(Photo courtesy of Frieda’s LLC)

Purple Potato Partnership

Grower A.V. Thomas Produce and marketer Frieda’s LLC have proven to be a perfect match when it comes to fostering the growth of the Stokes Purple sweetpotato brand.

“When A.V. Thomas approached us to be the exclusive marketer and distributor of the Stokes Purple sweetpotato variety, they initially thought the purple connection between the bright purple flesh of the product and Frieda’s success with purple produce and our purple branding would be the ideal story to tell,” says Alex Jackson, Frieda’s vice president of sales and marketing.

“Once we tasted the product, saw the growing operations of A.V. Thomas and learned more about the nutritional value of the product, it became so much more than that,” she says.

Frieda’s knew the product would be a winner based on the food value potential it had for all stakeholders in the supply chain, Jackson says.

“We are thrilled with the results of this program over the last 14 years,” she adds, based on the strong breeding at North Carolina State University, the best-practice growing and seed production by A.V. Thomas and Frieda’s strength in storytelling, building consumer demand and strong retail partnerships.

“We have seen an almost 12% increase in volume sales and over a 20% increase in unit velocity from 2023 to 2025, demonstrating the increased demand from consumers in purple sweetpotatoes,” Jackson says.

Frieda’s has continued to commit to and grow the Stokes Purple program based on the internal and external quality of the product as well as the eating experience.

“In the sweetpotato world, it’s hard to develop a purple variety that has it all, and Stokes Purple checks all of the boxes,” she says. “It’s the bestselling and best-tasting variety in the U.S. and has more anthocyanins than blueberries.”

Frieda’s has developed the market in the U.S. with national and regional retailers and continues to develop programs that will bring purple-flesh, purple-skin sweetpotatoes to consumers all over the U.S., Jackson says.

Sweetpotato Organizations Dig in With Promotional Efforts

Mon, 13 Apr 2026 23:01:34 GMT

Organizations promoting sweetpotatoes are turning to recipes, social media and retail resources to boost the category.

California Has How-To Series

Over the past year, Livingston-based California Sweetpotato Growers has incorporated a how-to series of social media recipe and cooking tip videos into its promotional mix, says Sarah Alvernaz, general manager.

Recent examples include “How to Make Great Gluten-Free Lasagna,” “How to Make Baked Goods Better” and “How to Grill Sweetpotatoes.”

“We maintain a robust program on social media, including Facebook, Instagram, Pinterest, TikTok, YouTube and LinkedIn,” she says.

The organization also has a digital advertising program and a sweetpotato newsletter.

“It is always exciting to see our product go viral in a way that is unexpected,” Alvernaz says.

For example, TikTok influencer @CourtneyCooks has created a viral surge of likes, views and recreations of her video, even making its way to daytime television, Alvernaz says.

“What is especially great about her videos is she is incorporating multiple varieties of sweetpotatoes including white and purple flesh,” she adds.

California sweetpotatoes have been designated a superfood and contain more than 80 nutrients, she says.

“We’ve created recipes that add them to salads, soups, chili and skillet dinners and comfort food favorites like mac and cheese and meatloaf,” Alvernaz says. “In shredded or pureed form, sweetpotatoes are a great way to add extra nutrition and fiber to baked goods like cookies, cakes and biscuits.”

California sweetpotatoes are special because they’re “grown in unique California sandy soils, drip irrigated to provide the perfect amount of water and are cured in the ground to produce the beautiful skin set that consumers are used to seeing from California sweetpotatoes,” she says.

“We select, plant, sort, size and pack by hand to ensure each sweetpotato meets our high standards,” she adds.

For information, visit calsweetpotatogrowers.com .

Louisiana sweetpotatoes are available year-round, but they’re in high demand, so supplies can be tight toward the end of the marketing year, says Rene Simone, director of the Baton Rouge-based Louisiana Sweet Potato Commission.

(Photo courtesy of Louisiana Sweet Potato Commission)

Louisiana Goes Social

The Baton Rouge-based Louisiana Sweet Potato Commission’s work this year is focused on reaching consumers via social media, says Rene Simon, director.

“The campaign is being met with great success with the number of followers and likes reaching new highs for the commission,” he says.

Louisiana sweetpotatoes are available year-round, but supplies usually are tight toward the end of the marketing year in the summer months, Simon says, adding that they’re in high demand because of their quality.

Louisiana farmers have been planting sweet potatoes for commercial sale since at least 1910, he says, and the commission has been helping promote those sales since 1952, when it was formed by the Louisiana Legislature.

“The experience of both, which is longer than any other state, gives Louisiana a leg up on the competition,” he adds.

Recipes and other information are available on the commission’s website — sweetpotato.org — or by following the Louisiana Sweet Potato Commission on Facebook and Instagram.

North Carolina provides ideal growing conditions for sweetpotatoes, with 90 to 120 frost-free days, fertile sandy soil and a warm, consistent climate, says CoCo Daughtry, communications specialist.

(Photo courtesy of North Carolina Sweetpotato Commission)

North Carolina Launches Initiatives

The Benson-based North Carolina Sweetpotato Commission is implementing several initiatives to strengthen consumer engagement and support retail sales, says CoCo Daughtry, communications specialist.

“In partnership with a retail consultant, we recently launched a new retail resource page on our website featuring ready-to-use merchandising solutions designed to increase shopper engagement, encourage repeat purchases and simplify in-store execution for retailers,” she says.

These tools are complemented by consumer marketing efforts and an extensive collection of recipes, she adds.

To further support retailers, the commission produced a series of training videos designed to help in-store produce teams better understand and communicate the benefits of North Carolina sweet-potatoes, equipping them with practical knowledge to better assist shoppers at the point of purchase, Daughtry says.

“Additionally, we offer retail-ready point-of-sale materials created to capture shopper attention, quickly communicate value and inspire usage beyond traditional preparations,” she says. “Each piece highlights key purchase drivers such as nutrition, versatility and ease of preparation, helping convert shopper interest into sales.”

North Carolina provides ideal growing conditions for sweetpotatoes, with 90 to 120 frost-free days, fertile sandy soil and a warm, consistent climate, Daughtry says.

“These advantages enable the state to supply 65% of the nation’s sweetpotato crop, ensuring retailers have access to reliable, high-quality product throughout the year,” she says.

More than 300 farming families support the industry, contributing to a strong, vertically integrated supply chain that includes production, packing, transportation and distribution. This network helps maintain consistent availability and dependable supply for retail partners around the world, she adds.

For information visit ncsweetpotatoes.com .

Year-Round Sales Growth Continues for Sweetpotatoes

Wed, 08 Apr 2026 22:21:04 GMT

The fall and winter holidays are still the most popular occasions for sweetpotatoes, but sales continue to build throughout the year as more consumers discover their flavor, nutrition value and versatility, grower-shippers say.

“Demand increases significantly as consumers prepare for holiday meals, with Thanksgiving and Christmas being the peak movement periods for the category,” says Robin Narron, marketing director for Nash Produce, Nashville, N.C.

However, sales tend to be steadier, though slightly lower, during the spring and summer months, she says.

“We’ve also seen retailers successfully promote sweet potatoes in the spring and summer through grilling recipes, lighter meal options and health-focused merchandising, which helps maintain strong movement outside of the traditional holiday window,” Narron says.

January and February sweetpotato sales have been good this year for Vick Family Farms, says Charlotte Vick, a partner in the company.

“I feel it is a combination of excellent quality, good partnerships, increased influencer relationships, consumer awareness of the benefits of sweetpotatoes included in their diet and excellent marketing efforts from the North Carolina Sweetpotato Commission,” she says.

January also was particularly strong after the holiday sales period this year for Matthews Ridgeview Farms, Wynne, Ark., says Jaylie Lourens, who handles sales and marketing.

Those strong sales carried well into February, she adds.

“Summer sales used to be slower, but we have seen steady growth each year and demand during the warmer months continues to trend upward,” Lourens says.

Sweetpotato sales are no longer seasonal, agrees Jeremy Fookes, director of sales for A.V. Thomas Produce, Livingston, Calif.

“Year-round business has been a trend that has continued,” he says.

Fookes says sweetpotatoes have “solidified their spot” in the produce department as consumers’ knowledge of the category has expanded to a large extent through social media posts, government promotional support and more healthful options from restaurants.

How AI and Breeding are Accelerating the Purple Sweetpotato Revolution

Tue, 31 Mar 2026 22:30:35 GMT

Craig Yencho may have helped develop the most popular sweetpotato in the U.S., but he’s not content to rest on his laurels.

Yencho, a William Neal Reynolds Distinguished Professor of Horticultural Science at North Carolina State University, worked with Kenneth Pecota, senior research scholar at the university, to launch the Covington sweetpotato in 2005. It quickly replaced the Beauregard in the No. 1 selling spot and has accrued a farmgate value of more than $5 billion over its 20-year lifespan, he says.

“As a plant breeder, I would never have guessed that we would have achieved that number,” Yencho says.

More recently, Yencho and Pecota have set their sights on the purple category.

The Stokes Purple variety is a popular purple sweetpotato offering, but it has its shortcomings: It’s a poor yielder, and it’s susceptible to many sweetpotato diseases, Yencho says.

Yencho and his team created a couple of alternatives: Purple Majesty and Purple Splendor.

They were released two years ago and “have really taken off,” he says.

“They are a substantial step up from Stokes Purple in terms of yields, earliness, shape, quality, packout and disease resistance,” Yencho says. “It’s going to be very interesting to see where these two go.”

The Purple Majesty variety is one of two new purple sweetpotatoes developed by Craig Yencho and Kenneth Pecota of North Carolina State University.

(Photo courtesy of North Carolina State University)

The new varieties also have unique eating qualities. They’re not the orange, moist, really sweet sweetpotatoes that U.S. consumers are accustomed to, but they’re packed with anthocyanin antioxidants thought to have many beneficial health-promoting properties, he says.

“They have a nutty, drier texture and are less sweet than the Covington,” Yencho says. “And they can be used in other dishes, like purees and mashes.”

The university plans to roll out even more purple sweetpotatoes within the next two years.

Per the university’s policy, the varieties were accessible only to North Carolina growers for the first two years, but they’re now available to growers in other states or even internationally as well.

Another variety Yencho is working on is an early-generation Covington-like sweetpotato that has resistance to guava root-knot nematode and southern root-knot nematode, both serious threats to sweetpotato crops.

“That’s been a huge part of our work, and we have made some good progress,” he says.

The new variety may not store as well as the current Covington, but Yencho says it’s been sent to farms for further testing.

All the university’s varieties are patented or patent pending, and producers must pay a royalty to grow them.

“Royalties help us do more,” Yencho says. “They’re fed back into the university and fund breeding programs across the spectrum, including the sweetpotato breeding program that I lead.”

Funding also comes from state and federal sources.

Yencho must appeal to a wide audience when working on a new variety.

Growers want something that produces good yields, resists disease and stores well; processors seek a good packout, good fry quality and the right sugar profile; consumers look for something with good sugar balance and a wow factor when it comes to flavors and colors; and retailers want a sweetpotato that lasts on the shelf.

“We try to balance needs and evaluate traits in the real world as best we can,” he says. “It’s very challenging, but also very fun and very interesting.”

Varietal development has been a lengthy process — it took 15 years to perfect the two purple varieties — but Yencho is confident that the timeframe will be closer to six to eight years or less in the near future.

Breeders’ ability to conduct a more analytical-based breeding program using techniques such as genomic and marker-assisted breeding tools, optical sensing and optical imaging should help reduce the timeline, he says.

“We work a lot with molecular geneticists, computer engineers and optical engineers, and we are also using machine learning and AI to help bring the timeline down,” Yencho says.

He says he remains excited about the future of sweetpotato breeding and is “looking forward to bringing interesting new varieties to the marketplace in collaboration with growers.”

U.S. Sweetpotato Consumption Nearly Doubles in Last Two Decades, Suppliers Ready to Meet Demand

Sun, 29 Mar 2026 23:54:00 GMT

U.S. sweetpotato consumption continues to climb as more consumers discover the category’s taste, versatility and nutrition benefits.

Per capita sweetpotato consumption has nearly doubled since 2002, when it averaged 3.7 pounds per person, according to the North Carolina Sweetpotato Commission.

As grower-shippers reached the halfway point of their 2025 storage crop, most said they’re in good shape to handle continuing demand even after experiencing strong sales early in the year.

Vick Family Farms

At Wilson, N.C.-based Vick Family Farms, partner Charlotte Vick reported in early March that sales were on track to keep customers supplied until the new crop is harvested in the fall.

“Our additional storage facility we put in last fall has really helped us ensure we have supply for our customer’s needs,” she says.

Quality of this season’s crop has been very good, so it’s helping to relieve some of the pressure from the increased sales of the past few months, Vick says.

Covington is the company’s leading variety, and the firm strives to provide sweetpotatoes year-round, she adds.

The Covington sweetpotato is the leading variety from Nashville, N.C.-based Nash Produce LLC, says Robin Narron, marketing director. But the company also grows specialty varieties, such as Murasaki, which has a purple skin and white flesh with a slightly nutty flavor; and bonita, a white-fleshed sweetpotato with a mild, sweet taste, Narron says.

(Photo courtesy of Nash Produce LLC
)

Nash Produce

Nashville, N.C.-based Nash Produce LLC can store 3.2 million bushels of sweetpotatoes in climate-controlled storage, says Robin Narron, marketing director.

“Nash Produce plans to have sweetpotatoes available year-round,” she says. “Thanks to our curing process and climate-controlled storage, we are able to store large volumes of sweetpotatoes after harvest and ship them to customers throughout the year.”

The popular Covington sweetpotato is the company’s primary variety, but Nash Produce also grows specialty varieties, such as Murasaki, which has a purple skin and white flesh with a slightly nutty flavor; and bonita, a white-fleshed sweetpotato with a mild, sweet taste, Narron says.

Matthews Ridgeview Farms

Quality of the storage crop from Matthews Ridgeview Farms, Wynne, Ark., is excellent, says Jaylie Lourens, who handles sales and marketing.

“We had a very pretty crop, and the potatoes are holding up well in storage,” she says. Volume has been moving quickly because of strong customer demand.

“At this pace we expect to move through the crop and have just enough to carry us into the new crop,” Lourens says.
Climate-controlled storage facilities enable the company to maintain firm, high-quality sweetpotatoes and supply customers year-round, she adds.

Matthews Ridgeview Farms primarily grows Beauregard sweetpotatoes, Lourens says, but the company continues to trial and grow smaller volumes of other varieties, such as Orleans and a newer variety called Avoyelles.

“We are currently looking at some Murasaki types as well,” she says.

Sweetpotato supplies from Livingston, Calif.-based A.V. Thomas Produce are holding up well, says Jeremy Fookes, director of sales, but the company likely will run out of some of its specialty varieties. “Those will be seasonal opportunity selections that will be marketed more for winter, not for spring-summer,” Fookes says.

(Photo courtesy of A.V. Thomas Produce
)

A.V. Thomas Produce

The storage crop that runs from November to the end of July from Livingston, Calif.-based A.V. Thomas Produce is holding up well, says Jeremy Fookes, director of sales, but the company likely will run out of some of its specialty varieties, “some by demand and some by choice,” he adds.

Some specialty sweetpotatoes can’t be stored long term, Fookes says.

“Those will be seasonal opportunity selections that will be marketed more for winter, not for spring-summer,” Fookes says.
Specialty varieties, especially purple ones, are experiencing growing interest from consumers as well as retailers, he says.
Examples are Ben Yagi, Stokes Purple, Murasaki and okinawa.

The company sources okinawa sweetpotatoes from Hawaii, where they grow better than they do in California.
Murasaki sweetpotatoes have risen to prominence in the produce department over the past two years, Fookes says.

Pack Options

Sweetpotato suppliers feature a variety of packaging options. At Vick Family Farms that means a range of packs that includes bulk, individual microwavable sweetpotatoes, steamer bags, 3- and 5-pound bags, tray packs and processing grades, Vick says.

About 70% of the company’s sweetpotatoes are sold in bulk cartons, and the remainder come in consumer packs.
The No. 1 seller at Matthews Ridgeview Farms remains the traditional 40-pound bulk carton, Lourens says.

In addition, the company offers several consumer-friendly options including microwave-ready sweetpotatoes, tray packs, 3-pound bags and 5-pound bags.

“We are able to accommodate a variety of packaging needs depending on customer preferences,” she adds.
About 65% of the firm’s sweetpotatoes are sold in bulk 40-pound cartons, with the remaining 35% in consumer packaging.
“We expect that percentage to approach closer to 40% in the future,” Lourens says.

Nash Produce offers a wide range of consumer packaging options to meet the needs of its retail partners, Narron says.
These include various traditional bulk pack sizes, mesh bags, steamable bags, individual microwavable potatoes, and tray packs designed for convenience and merchandising flexibility, she says.

“We also work closely with retailers to develop custom packaging and private label programs that fit their specific merchandising strategies,” Narron adds.

A.V. Thomas packs about half of its sweetpotatoes in consumers packaging, Fookes says. Breathable mesh bags are the company’s primary consumer pack.

“That’s the best vehicle for shelf life of the product, breathability, visibility of the product,” he says.
Other options include ready-to-eat sweetpotatoes, individually wrapped microwavable sweetpotatoes and steamer bags.

Bako Sweet Adds to Sales, Marketing Team

Mon, 16 Mar 2026 19:12:20 GMT

Bakersfield, Calif.-based Bako Sweet says the company has strengthened its team with new hires in sales and marketing. The company says this additional staff reinforces its focus on delivering strong customer partnerships, category expertise and supply chain management for retail and foodservice partners nationwide.

These new additions include Brian Porter, business development manager; Katie Vierra, marketing specialist; and Zachary Wakefield, sales account manager.

Porter previously worked at Safeway for nearly 40 years in a variety of positions, with the most recent as regional director of corporate produce. In this position, Porter generated double-digit annual sales and volume growth. He substantially increased department sales and profits by collaborating with senior management to develop and execute innovative programs and enhance policies.

Bako Sweet says Wakefield will focus on developing and strengthening relationships with retail and foodservice partners while identifying opportunities to expand sales in his new role as a sales account manager. He previously spent more than four years as an account executive for Wonderful Citrus, and prior to that as a field representative for Kern County. Wakefield graduated from California State University, Bakersfield.

Vierra will support brand initiatives, retail marketing programs and consumer engagement campaigns, including social media and influencer strategies. Prior to joining Bako Sweet, Vierra worked at Harris Ranch and Beef Company as a social media manager. Before that, Vierra was a social media director at Central Valley Meat Company and a sales and marketing specialist at Soil Basics Corporation. She also worked as a digital media specialist at Mendez Media Marketing, Inc. She is a graduate of California State University, Fresno, with a degree in agricultural communications and journalism.

“Bako Sweet continues to grow, and building the right team is essential to delivering on our promise to customers and consumers,” says Susan Noritake, vice president of sales and marketing at Bako Sweet. “Each of our talented professionals brings unique strengths that will help us continue to drive category growth and provide our retail partners with the unmatched customer service they’ve come to expect from us.”

Bako Sweet Touts Heart-Healthy Benefits of Sweetpotatoes

Tue, 03 Feb 2026 21:59:51 GMT

Bako Sweet says its pink packaging has returned as part of its American Heart Health Month promotions featuring the American Heart Association’s Heart-Check mark. The company points to AHA research that shows 67% of consumers, including 79% of millennials, recognize the Heart-Check mark.

“Sweetpotatoes are having their moment right now,” says Susan Noritake, vice president of sales and marketing for Bako Sweet. “They’re trusted, versatile, affordable and backed by real health benefits, and during February’s sales-driven focus, that story has never been more relevant.”

Bako Sweet says it will continue its successful pink, heart-healthy packaging on all 3- and 5-pound mesh bags. It says it has expanded its packaging lineup to include four-count trays and microwavable singles. These products can be merchandised in matching display bins and display-ready cases. Bako Sweet also added a 3-pound white mesh bag for white sweetpotatoes and a 3-pound purple mesh bag for purple varieties.

As a good tie-in to National Sweet Potato Month in February, the company says Nielsen data shows sweetpotato sales are up 8.2% in volume nationwide compared to 2024. And as heart health ranks as a top priority for consumers, this is an opportunity for retailers to highlight the benefits of adding sweetpotatoes in meals.

“Naturally nutrient-dense, familiar and comforting, sweet potatoes are a reminder, especially during Heart Health Month, that supporting your heart can be as simple and nutritious as adding sweet potatoes to your plate,” Noritake says.

Bako Sweet says it will help drive consumers to stores with a multichannel campaign through February, featuring new recipes along with digital and social media activations.

“Shoppers can scan the QR code printed on our merchandising display bins when shopping,” Noritake says. “It takes them to our recipe page, helping them ‘sweeten their everyday’ with new creative culinary ideas, including Sweet Potato Taco Cups and Football Brownies. Retailers can utilize our unique recipes for their Best Food Day ads and social channels.”

Craig Yencho Honored with North Carolina Sweetpotato Commission's Distinguished Service Award

Wed, 21 Jan 2026 17:14:49 GMT

The North Carolina Sweetpotato Commission presented its Distinguished Service Award to Craig Yencho and elected new officers to its board of directors during its annual meeting, held in Goldsboro, N.C. The commission announced the results Jan. 20.

The commission says its Distinguished Service Award is to be presented to those who have rendered outstanding service to North Carolina’s sweetpotato industry. Through his extensive work in agricultural research, Yencho has contributed invaluable knowledge to sweetpotato growers across the state. Whether it’s through developing new cultivation techniques, improving pest management practices, or innovating new varieties, the efforts have significantly boosted both the quality and quantity of sweetpotatoes produced in North Carolina, the commission says.

The commission also notes Yencho’s hand-in-hand work with growers has been remarkable, stressing how his work to bridge the gap between the laboratory and the field has been invaluable. Through his research, North Carolina farmers have gained access to cutting-edge resources that directly improve crop yields, enhance sustainability and ensure the state remains the sweetpotato capital of the world, according to the commission.

Officers were also elected to the board. These include:

Craig West of West Family Farms, president
Brent Leggett of Leggett Farming Partnership, vice president
Thomas Joyner of Nash Produce, secretary/treasurer
Richard Anderson of Anderson Farms
Jose’ Pepe Calderon of Barnes Farming/FarmPak
Sarah Carraway of Lancaster Farms
Rob Glover of Rob Glover Farms
Kim LeQuire of Kornegay Family Farms & Produce
Annette Starling of Millstream Farms
Scott Sullivan of Sullivan Farms
Trey Wilson of Ham Farms
Lyn Vick of Vick Family Farms

“Our board is looking forward to a successful sweet year,” says Michelle Grainger, the commission’s executive director. “Looking ahead, the industry is optimistic that our efforts will help push consumption and position our state as a dependable and reliable source — known for its quality and consistency.”

East Coast Produce Expo 2026 Rocks Hot Trends, Cool Produce and Olympic Gold

Fri, 16 Jan 2026 21:34:58 GMT

AVENTURA, Fla. — From mushrooms to Persian limes to murasaki sweetpotatoes to microgreens and more, exhibitors at East Coast Produce Expo 2026 showcased some of the hottest trends in produce at the JW Marriott Turnberry Resort and Spa, Jan. 12-13.

Highline Mushroom’s Janis Deschenes and Sabrina Pokomandy pose with colorful and whimsical signage at ECPE 2026.

(Photo: Jennifer Strailey)

Canada’s first certified mushroom company, Highline Mushrooms, invited attendees to “Eat Super. Feel Super.” It’s colorful and creative campaign featuring mushroom-headed people in fun poses continues to capture attention.

Robin Narron of Nash Produce says the new crop of sweetpotatoes “looks very good.”

(Photo: Jennifer Strailey)

Nash Produce shared the good news about this year’s sweetpotato crop.

“It looks very good,” says Robin Narron. “This is the best our potatoes have looked in a while.”

She also points to the increasing popularity of murasaki sweetpotatoes, a Japanese variety celebrated for its distinctive purple skin and creamy white flesh that offers a sweet, nutty flavor with a drier, starchier texture than orange sweetpotatoes.

Narron says Nash aims to meet increased demand and is planting additional murasaki acreage this spring.

Topline Farms’ Nick DiCarlo and Brian DiCarlo shared what it means to be Canadian greenhouse grown.

(Photo: Jennifer Strailey)

Topline has added 40 acres to its Canadian greenhouse-grown roma tomatoes farm in the past two years, says Brian DiCarlo.

“With greenhouses, you get quality and consistency,” he says, adding that Topline has steadily grown its retail and foodservice business.

From left, Eric Rosales, Jorge Aguirre and Juan Baechli of D Produce showcased the company’s year-round supply of limes from Mexico.

(Photo: Jennifer Strailey)

Growers and packers of Persian limes from Mexico, D Produce has packing facilities in three regions along the Gulf Coast. The company says packing in Veracruz, Oaxaca and Tabasco, allows it to produce the best quality organic and conventional limes and offer year-round availability to its retail and foodservice customers.

The Packer’s Denise Sundvold and Wada Farms Vice President Joe Esta strike a pose and chat potatoes.

(Photo: Jennifer Strailey)

“Wada Farms sweetpotato crop is right where it needs to be to be a good year for the grower,” says Vice President Joe Esta.

Russets are long this season, he adds.

Thankfully, a solid customer base and strong retail partnerships with grocers including Walmart and Kroger, will move crop along to the consumer, Esta says.

“During COVID people learned to cook, which has been great for potatoes,” he says. “Unlike other commodities, we thrived. I hope the interest in cooking continues because it’s been good for the industry.”

Sunswell Green’s John Halle and Daniela Alvarez say their greens are sold through 85% of Publix stores in Florida.

(Photo: Action Event Photography)

All of Sunswell’s greens are grown hydroponically indoors and reach retail shelves within 24 to 48 hours of harvest, says John Halle.

The Florida-based company with two facilities in Lake Worth and the Fort Myers area started growing nutrient-dense microgreens late last year, says Halle, who adds the interest in microgreens is being spurred by chefs using them in dishes.

Debbie Roger and Therese Mauch of Zespri Kiwifruit showcased RubyRed Kiwifruit, known for its vibrant color and high vitamin C content.

(Photo: Jennifer Strailey)

Zespri’s Debbie Roger says she’s excited for RubyRed kiwifruit season. RubyRed kiwifruit from New Zealand will be available nationwide beginning in mid- to late April, she says.

A naturally sweet, red-fleshed kiwi with a distinct berry-like flavor, Zespri RubyRed kiwifruit offers a colorful alternative to green or gold kiwis.

Roger says last season’s West Coast trial of RubyRed was a success with all incremental sales.

Misionero’s Hana Mohsin featured the company’s Garden Life washed and trimmed, field grown conventional lettuce.

(Photo: Jennifer Strailey)

The line, which recently received a brand refresh, includes lettuce wraps, romaine, green leaf, red leaf and deli leaf.

Top Tips for Moving Potatoes at Retail

Wed, 17 Dec 2025 13:14:52 GMT

Potatoes are typically a top-selling item at retail, especially during the fall and winter seasons when friends and families gather for home cooked meals.

The tubers rank among the top 5% of produce sales at Piggly Wiggly LLC, a chain of 241 stores based in Bessemer, Ala., says Jeff Vigil, director of produce and floral.
Potato sales are higher in the six Southeastern states the co-op serves than in other regions where Vigil has worked.
“The Southeast is very, very aggressive with potatoes,” he says.

Piggly Wiggly stores feature about 10 SKUs of bagged red, yellow, yukon gold and Idaho-labeled potatoes; four kinds of bulk potatoes; 15 SKUs of packaged potatoes, including trays and foil-wrapped tubers, and four kinds of sweetpotatoes.

“Potatoes are always a staple, but winter always has higher movement because there is more baking going on,” he says.

Five- and 10-pound bags of russets are the top-selling potato offering at W. Lee Flowers & Co., a Scranton, S.C.-based chain of 52 supermarkets, says Jim Williams, director of produce and floral.

Red and yukon gold potatoes are the next best sellers, and the stores also feature organic red and russet potatoes, bulk russets, sweetpotatoes, red, yellow and a trios blend of mini potatoes, microwaveable russets and sweetpotatoes, and small microwaveable bags.

Several kinds of bagged potatoes are among the top-selling potato offering at W. Lee Flowers & Co., a Scranton, S.C.-based chain of 52 supermarkets, says Jim Williams, director of produce and floral.

(Photo courtesy of W. Lee Flowers & Co.)

In all, stores carry about 17 potato options, and they rank among the top five bestselling produce items, Williams says.

Potatoes rank among the top 10 produce items at Hattiesburg, Miss.-based Corner Market, a chain of 21 stores located throughout Mississippi and Alabama, says Josh Smith, produce supervisor.

Stores offer about 20 potato options, including 3-pound bags of red and gold potatoes, 5- and 10-pound bags of russets and, for special holiday promotions, 8- and 15-pound bags of jumbo russet potatoes to accommodate large family gatherings, Smith says.

Five-pound bags of russet potatoes are the bestsellers.
Corner Market locations also offer bagged Green Giant potatoes from Potandon Produce LLC, roasting potatoes from Little Potato Co. and a large selection of Tasteful Selections from RPE LLC.

At Pete’s Market, a chain of 20 supermarkets based in Tinley Park, Ill., white potatoes and bagged russets are the two bestsellers, says buyer Patrick Morales.

“We also move a lot of 3-pound yukons,” Morales says.
The stores feature a number of specialty potatoes, including Green Giant brand Klondike potatoes in 1.5-pound bags and 3-pound packages of Green Giant Carb Smart yellow potatoes.

“A lot of specialty varieties have really picked up since 2020,” Morales says, while conventional potatoes have only experienced a slight sales boost.

Bagged potatoes account for about 60% of the chain’s potato sales.

Consumers buy large baking potatoes for summer grilling, he says, “but winter is when you’re really moving volume.”

Merchandising That Moves Product

Although all the Piggly Wiggly stores have different layouts, potatoes and dry items are usually merchandised toward the back of the produce department, and seasonal fruits and vegetables are displayed up front, Vigil says. The size of the potato displays varies from about 4 feet to 12 feet, depending on volume and the size of the produce department.

Potato four-packs also may be displayed in the meat department near the steaks, he says. Potatoes are also cross-merchandised with items like potato toppings from Concord Foods LLC.

Vigil says Piggly Wiggly stores highlight potatoes regularly, running at least one variety of potato in every ad.
The W. Lee Flowers potato table is about 20 feet long, with about 12 feet dedicated to bagged tubers, Williams says. Bags outsell bulk product because consumers consider that option to be a better value, he explains.

“Even if a 10-pound bag sells for $6.99, it’s only 69 cents a pound,” Williams says.

W. Lee Flowers stores also feature a bagged or bulk potato on ad just about every week.

Stores cross-merchandise potatoes with bacon bits, salt and pepper, aluminum foil for wrapping baking potatoes, and Fresh Success packets of bacon and chives among other flavors of toppings.

“If a grocery department has shelf-stable butter, we tie that in, too,” he says.

Brown sugar, marshmallows, glaze, pecan and meats are cross-merchandised with sweetpotatoes.

In most Corner Market stores, potatoes are displayed in the back of the produce department, Smith says.

Corner Market creates seasonal displays that let potatoes shine.

(Photo courtesy of Corner Market)

The main display table is about 8 feet wide, and promotional items are featured in 4-foot displays.
Bacon bits as well as other kinds of potato toppings are cross-merchandised with potatoes.

Although the modest price of potatoes might encourage sales, price alone does not prompt purchases, Smith says. Shoppers typically arrive with potatoes on their grocery list, yet volume is also influenced by location, promotional displays and the fact that potatoes are featured in nearly every ad.

Pete’s Market stores usually merchandise potatoes and onions in the back of the produce department because they’re not impulse items.

“You don’t need to put them in [consumers’] faces in order for them to buy it,” Morales says.

But their stores might place a rack of specialty potatoes toward the front to add a secondary space.

Potato tables are about 24 feet long with about 4-foot end caps. Spuds are cross merchandised with bacon bits or other toppings. And their stores usually feature at least one potato on ad each week.

“Onions and potatoes are still two of the lower-priced categories where things are still 99 cents,” Morales says. “Price is definitely a selling point.”

Marketing Firm Names 2026 Veggie of the Year, Honorable Mention

Mon, 08 Dec 2025 02:14:25 GMT

FullTilt Marketing, a Minot, N.D.-based produce and food marketing company, has named broccolini its Vegetable of the Year for 2026. The company says the recognition follows a comprehensive analysis of social conversations, consumer behavior and emerging culinary sentiment using Tastewise food intelligence.

Vegetables continue to grow in cultural significance, says the marketing firm, pointing to data that reveals broccolini is gaining disproportionate traction.

Broccolini has rapidly moved from a specialty item to a mainstream favorite, landing in the trending stage of the vegetable life cycle with a more than 25% year-over-year increase in social discussions, one of the strongest growth rates among established vegetables, says FullTilt.

Melinda Goodman, founder and principal of FullTilt Marketing, dishes on the top veggie trends for 2026.

(Photo courtesy of FullTilt Marketing)

“Broccolini is having a moment, and that moment is turning into a movement,” says Melinda Goodman, founder and principal of FullTilt Marketing. “Its growth is being driven by consumers who want foods that feel comforting and wholesome but also fresh, modern and globally inspired. Broccolini checks every box.”

Meanwhile, Tastewise data shows that consumers increasingly associate vegetables with claims like hearty, comfort, cozy and guilt-free, making broccolini a match for the emotional and nourishing eating experiences shaping 2026 food culture, the company says.

Honorable Mention: Sweetpotatoes

While broccolini leaves its veggie counterparts green with envy, sweetpotatoes undeniably earned a place on the podium, ranking as one of the most consistently rising vegetables with a more than 16% year-over-year increase in social conversation, the company says.

“Sweetpotato performance ties into dominant wellness themes, including hormone balance, anti-bloat, polyphenols and electrolytes underscoring the importance of the functional food movement making sweetpotatoes both emotionally comforting and nutritionally compelling,” the firm says in a news release.

FullTilt says to expect sweetpotatoes’ broad usage across meals, snacks, bakery items, and beverages to make them a continual growth engine for retailers and foodservice alike.

Vegetables to Watch for 2026-27

While the trending vegetables get all the attention, FullTilt’s research identified two strong emerging contenders that deserve attention and should be watched throughout the coming year in the emerging conversation category: kabocha and endive, the release says.

FullTilt says it expects both will be rising stars in the emerging stage of trend adoption, receiving more experimentation from restaurants and culinary creators.

“Social media has changed the conversation about how we see and use food, particularly fruits and vegetables,” says Goodman. “It will be exciting to watch these trending and emerging vegetables reflect the accelerating consumer desire for produce that is functional, aesthetically unique and globally inspired.”

What Consumers Want From Vegetables in 2026

In addition to broccolini, Tastewise intelligence reveals several powerful trend drivers shaping produce consumption including emotional eating, functional foods and culinary exploration, according to FullTilt.

“The insights are clear and brands that lean into these trends now will shape category leadership for years to come,” Goodman says. “Trend intelligence is a powerful tool for growers and brands who want to elevate demand and strengthen their category story.

“Understanding the nuances of how consumers talk about vegetables unlocks smarter promotional campaigns, more compelling storytelling and better alignment with what shoppers value most,” she adds.

Side Delights Say Potatoes Are the Perfect Addition at Holidays

Mon, 10 Nov 2025 21:45:52 GMT

Side Delights says as potatoes, once again, top consumers’ list of favorite vegetables for the ninth consecutive year, they also shine this winter, according to a Potatoes USA Study.

The study also showed that from January to March of 2025, retailers saw a 2.3% volume increase in the U.S. potato retail sector. And 81% of consumers reported eating at least one serving of potatoes a week.

“People love potatoes especially around the holidays, and are finding new ways to enjoy them,” says Kathleen Triou, president and CEO of Fresh Solutions Network. “Creative consumers and trendsetters are turning leftover Thanksgiving mashed potatoes into donuts, sweet potatoes into rolls, or starting the day with a warm potato breakfast bowl.”

Side Delights says fall continues to inspire consumers with new or new-again twists on potatoes, such as spudnuts, a type of doughnut made with mashed potatoes or potato flour, which makes them softer and lighter than a traditional doughnut. Side Delights says food creator @by.floooo suggests using mashed potatoes to make the spudnuts.

Side Delights shares recipes for fried potato breakfast bowls, sweet potato yeast roles and more on its recipe site for additional ideas on new ways for consumers to enjoy the full portfolio of potato products.

N.C. Sweetpotato Volume Set to Rebound

Tue, 07 Oct 2025 23:07:02 GMT

North Carolina sweetpotato growers expect their 2025 production to be back into the normal range after a challenging weather year in 2024.

The state harvested about 13 million hundredweight (cwt) of sweetpotatoes in 2024, down from 15 million cwt in 2023, according to USDA. However, harvested acreage rose from 76,900 to 86,500.

Nash Produce

Nashville, N.C.-based Nash Produce kicked off its harvest the third week of September, about a month earlier than usual, to try to make up for the shortfall, says Robin Narron, marketing director.

“We had to have some growers plant early and start harvesting early so that we didn’t run out of potatoes,” she says.

Narron says Hurricane Helene and other weather issues brought on the sweetpotato shortage. As of late September, this year’s harvest was progressing well.

“Right now, the quality looks great,” she says. “It’s been pretty dry, and we definitely could use a little rain right now, but aside from that, we’ve had no major weather issues that have impacted the crop this year.”

The company has increased its murasaki sweetpotato acreage in response to rising demand, she says. Covington acreage will remain steady.

Sweetpotato prices have come down this year as availability improves, Narron adds, “but we’re trying to stay strong and get a premium price for our premium product.”

The sweetpotato crop looks good this fall at Farm Pak Products, Spring Hope, N.C., says Jacy Barnes Clapp, who handles marketing. Early sweetpotatoes will be a bit smaller than usual, but they should size up as the harvest continues, she says.

(Photo courtesy of Farm Pak Products)

Farm Pak Products

The sweetpotato crop also looks good at Farm Pak Products, Spring Hope, N.C., says Jacy Barnes Clapp, who handles marketing.

Early sweetpotatoes will be a bit smaller than usual, but they should size up as the harvest continues, she says.

Farm Pak Products recently launched a new brand of conventional and organic microwaveable sweetpotatoes — Francie’s Finest — available in 3- and 5-pound bags, Barnes Clapp says.

And the company is in its third year offering the Purple Splendor variety.

Purple Splendor gained popularity with the launch of “Live to 100: Secrets of the Blue Zones,” a Netflix series in which author Dan Buettner discovers five unique communities where people are said to live extraordinarily long, vibrant lives.

“More than 70% of the carbs people consume in the Okinawa Blue Zones come from sweetpotatoes,” Barnes Clapp says.

The company also grows the Covington and murasaki varieties. About 10% of the firm’s sweetpotatoes are organically grown.

Scott Farms

Scott Farms, Lucama, N.C., has focused on getting into fields earlier than usual this year because of the short crop in 2024, says Lindsey Scott Abraham, account manager.

“Our team put in a lot of effort to make sure we were prepared, and that allowed us to get the harvest started ahead of our usual schedule,” she says.

Quality has been good so far.

“The crop has come in with strong color, consistent sizing and smooth skin, which are all great indicators for a successful season,” Scott Abraham says.

Scott Farms ships its handpicked sweetpotatoes year-round.

“We know that sweetpotatoes have become a staple in everyday meals,” she says. “Our goal is to keep a steady supply of high-quality sweetpotatoes moving from our fields to our customers’ tables throughout the entire year.”

Sweetpotatoes and sweetpotato fries are becoming foodservice favorites as well, Scott Abraham says.

“It feels like sweetpotato fries have gone from being a specialty side dish you could only find in certain places to a common option on menus everywhere,” she says.

“I love seeing them as a healthier and tastier alternative to regular fries, and it’s fun to see chefs get creative with seasonings, dips and even using sweet potatoes in other dishes like bowls and tacos,” Scott Abraham adds.

Sweetpotato Councils’ Promotional Plans Include Focus on Health Highlights, License Plates and More

Fri, 12 Sep 2025 12:15:26 GMT

Sweetpotato councils and commissions in several U.S. states will have a lot on their plates this fall as they tout the benefits of the spuds.

Here’s a look at some of their plans.

Louisiana Boiling

The Baton Rouge-based Louisiana Sweet Potato Commission will continue to inspire consumers to use Louisiana sweetpotatoes in seafood boils and crawfish boils, says Rene Simon, director.

“It took us a few years to get people used to doing the boils, but this is really starting to get some real traction,” he says.

Traditional white potatoes are commonly
used in the boils, he explains, but the commission is hoping to change consumers’ way of thinking. He says he heard personalities on a New Orleans radio station talking about using sweetpotatoes in a crawfish boil during crawfish season, which kicks off in November.

“We’ve come a long way,” he says. “They’re talking about it on the radio now.”

Since the commission works on a tight budget, it’s turning to social media to reach consumers, largely to share ways to use Louisiana sweetpotatoes.

Consumers love recipes, Simon says. “We’re always looking for new ones and looking for fresh content to put out there.”

Simon says he’s old school when it comes to preparing sweetpotatoes.

“I just like a good baked sweetpotato,” he says. “I’ll do all sorts of other things with them, but it’s hard for me to beat a good baked sweetpotato.”

Even restaurants have been showing more interest in sweetpotatoes, he says.

The Louisiana Sweet Potato Commission has been promoting Louisiana sweetpotatoes since 1952.

Besides their own decades of experience, the state’s growers have the advantage of a sweetpotato research center at the Louisiana State University Agriculture Center, Simon says.

“They help our growers produce a fine sweetpotato,” he says.

Mississippi Plates

The Vardaman-based Mississippi Sweet Potato Council’s partnership with the state’s Department of Motor Vehicles seems to be paying off, says Caleb Englert, president of the council and president of the U.S. Sweetpotato Council.

A special license plate featuring the Mississippi sweetpotato logo and web address of the council has been added to the state’s specialty tag offerings.

“Everybody’s getting them,” Englert says. “We’ve gotten a lot of comments and compliments.”

Cars with the plates call attention to the Mississippi sweetpotato industry wherever they travel, he says.

The council plans to seek out a social media specialist to tout the spuds, possibly by the end of the year. Members are in the process of reviewing ideas for messaging, Englert says.

The organization also is working to obtain a government grant for media support, plans to wrap another 18-wheeler to help promote Mississippi’s sweetpotato industry and has other projects on the drawing board, he says.

Meanwhile, some Mississippi growers had time to meet with elected representatives, USDA staff and others in Washington, D.C., to discuss a slate of issues that affect the Mississippi sweetpotato industry, especially labor and H-2A wage rates, Englert says.

The growers received a warm reception, he says, and were encouraged to hear that some positive changes might be made.

“That would be a breath of fresh air for our growers,” he says. “Without the H-2A program, they wouldn’t be able to farm.”

Profit margins have been diminishing rapidly for specialty crop growers over the past several years, Englert says.

Colorful California

The Livingston-based California Sweetpotato Council’s “Can You Top This?” marketing campaign highlights the health, taste and versatility of California sweetpotatoes, says Sarah Alvernaz, the council’s marketing chair and general manager for California Sweet Potato Growers.

“In California, we sell in color — red, orange, white and purple,” she says, referring to the skin and flesh colors of the sweetpotato varieties grown in California.

Those sweetpotato varieties include bonita, murasaki, vermillion, Diane, Bellevue, Covington and more.

“Our climate, soil and handling practices make California the one-stop shop for all things sweetpotato — including organic,” Alvernaz says.

Demand for the murasaki and bonita
varieties have been especially strong because supplies were tight during the summer, she says.

Both are white-flesh sweetpotatoes known for their nutty flavor, and they’re growing in popularity as consumers add different types of sweetpotatoes to their diet, Alvernaz says.

Purple varieties, known for their vibrant color and rich vitamin content, are also in high demand, she adds.

“California reds and oranges are being shipped, and their fresh-from-the-field glow is giving store shelves that pop of color that is perfect for a harvest kickoff,” Alvernaz says. “When retailers expand the category to include multiple varieties, it makes for vibrant displays.”

The California Sweetpotato Council’s recipe page — casweetpotatoes.com/recipes — is filled with “fresh, fun and creative ways to add sweetpotatoes to any menu or grill,” she says.

Recipes include grilled sweetpotato wedges, grilled sausage and pepper-topped sweetpotatoes, hoisin grilled steak and many others.

U.S. Sweetpotato Exports Grow, But Not Without a Challenge

Wed, 10 Sep 2025 18:11:25 GMT

When it comes to exports, the sweetpotato industry has made some significant gains over the past decade.

In 2024, growers sent 21% of their sweetpotatoes to buyers outside the U.S., says Jerry Hingle, international program consultant for the Benson, N.C.-based American Sweet Potato Marketing Institute (ASPMI). Ten years ago, that figure was about 8%.

Canada is the No. 1 market for U.S. sweetpotatoes, followed by the United Kingdom as well as some European nations, such as Germany and the Benelux region, says Jeff Smutny, ASPMI’s executive director.

However, shipments to Europe have dipped into the “low two-digits” over the past couple of years, Hingle says.

“The sole reason is Egypt,” he says. “Egypt’s exports to the European Union and the United Kingdom are up tremendously, and we’re taking it on the chin.”

Egyptian growers were able to secure seed for the same sweetpotato varieties as those grown in the U.S., Smutny says.

Growing operations are government subsidized, sellers can take advantage of a favorable currency exchange rate, and Egyptian growers have a location advantage — Egypt is much closer to Europe than the U.S. is — Smutny says.

Rise in Mexico

While exports to Europe might be down, Mexico is an up-and-coming market.

“Mexico is a new market for us solely because of the work we’ve done,” Hingle says. “Mexico now ranks among the top five markets. It was not even on our radar screens five years ago.”

And the market continues to grow.

ASPMI has worked with importers in Mexico, attended trade shows there and has conducted abundant sampling in Mexico’s largest retail chains, Smutny says. In fact, 160 samplings were conducted in the past six to seven months.

The favorable reputation of U.S.-grown sweetpotatoes was largely developed through the marketing efforts of ASPMI, Hingle says.

“We invest heavily in promoting sweetpotatoes around the world,” Hingle says, especially by touting their nutritional value and quality.

ASPMI promotions also stress the growing practices used by U.S. producers, the safety regulations they abide by and growers’ emphasis on sustainability, Smutny adds.

Marketing Revamped

Smutny assumed his leadership position last year and says one of his first tasks was to review the institute’s marketing activities.

“We decided to make a more retail-focused approach,” he says, since consumer outreach is expensive and ASPMI has a small budget, supported by USDA funding. “We have to use it sparingly.”

The institute replaced some of its marketing firms overseas.

“We just signed on with a more nutritionally focused firm in Europe,” Smutny explains.

ASPMI works directly with importers and grocery store chains worldwide, conducts in-store sampling and strives to educate consumers at point of purchase by providing recipe ideas, sharing handling and storage practices and explaining how flexible sweetpotatoes are.

“You can use them for baking anything from brownies to just having sweetpotatoes themselves,” he says.

As for varietal preferences, consumers in other countries lean toward varieties like beauregard and other moist-flesh potatoes similar to those U.S. shoppers, Hingle says. However, purple sweetpotatoes are often the preference of Chinese and Japanese consumers, Smutny adds.

Tariff Talk

While tariffs can be a moving target, they have not yet had much of an impact on sweetpotato movement, Hingle sys.

Fortunately, there are no tariffs on sweetpotatoes produced in North America that are sold to buyers in Canada or Mexico thanks to the U.S.-Mexico-Canada Agreement, he says.

Sweetpotato Harvest Time Arrives With Optimism

Mon, 08 Sep 2025 22:45:41 GMT

Sweetpotato growers throughout the South are gearing up for an on-time late-August/early-September harvest, and most anticipate abundant supplies with high quality.

Kornegay Family Farms

In North Carolina, the nation’s largest sweetpotato producer with 71,000 acres, Princeton-based Kornegay Family Farms & Produce planned to start its harvest by the end of August, says Kim K. LeQuire, co-owner.

“We have had a good growing season, especially compared to last year, but we fully realize things can change at any moment this time of year,” she says, citing several hurricanes that pounded the region in recent years.

“We will probably start out slow, with just a few hours each day, and that will inform us as to the shape and size of the potatoes,” she says.

In North Carolina, the nation’s largest sweetpotato producer with 71,000 acres, Princeton-based Kornegay Family Farms & Produce was set to start its harvest at the end of August.

(Photo courtesy of Kornegay Family Farms & Produce)

After that, the company will decide whether it will move full-speed ahead or give the potatoes a little more time to size up before the major harvest push from mid-September through October.

“My father, Danny Kornegay, compares tater digging to uncovering buried treasure — not knowing exactly what you will get until you start uncovering what is below the surface,” LeQuire says.

The company has been growing sweetpotatoes for more than 70 years and has been packing them since 2007.

Nash Produce LLC, Nashville, N.C., says everything is sizing up well.

(Photo courtesy of Nash Produce)

Nash Produce

The crew at Nash Produce LLC, Nashville, N.C., was nervous in mid-August about the impact Hurricane Erin might have on its sweetpotato crop; though heavy flooding was reported along the coast, the company’s crop only had to deal with some rainfall, says Robin Narron, marketing director.

Harvest started the week of Aug. 18.

“We’re looking forward to the new, upcoming crop,” she says.

Narron hoped the firm would be able to kick off harvest as much as a month earlier than usual to try to make up for the loss of as much as 30% of last year’s crop because of excessive rainfall. The company packs and ships sweetpotatoes for 70 growers

“Everything looks good right now,” she said in late August. “Everything is sizing up well.”

Matthews Ridgeview Farms

In Arkansas, with about 6,300 acres of sweetpotatoes, Wynne-based Matthews Ridgeview Farms has expanded its storage facilities and continues to add acreage as its customer base grows, says Autumn Campbell, sales manager.

The company, which ships sweetpotatoes year-round, expected to begin its 2025 harvest by early September, as usual, and continue until mid-October.

The region experienced more than 20 days of rain in May followed by extremely hot weather and a dry period, Campbell says. Much-needed rainfall returned in August as harvest approached.

“The new crop quality looks good so far,” she said in late August, “and storage quality has held well overall with minimal issues.”

Potatoes were sizing up nicely, she adds.

Volume at Matthews Ridgeview Farms should be up this season compared to last year.

“We no longer have a ‘slow’ period,” Campbell says. “We have continued to ship consistently all year.”

Prices this year should remain similar to last year, she says.

Though the company grows beauregard, Covington and murasaki sweetpotatoes, most of its acreage is beauregards.

“The beauregard has continued to be preferred for consumers,” Campbell says. “It grows beautifully in Arkansas soil, and it tastes delicious.”

It’s preferred by growers as well.

“For the farmer, the beauregard is a favorite due to its adaptability, great storage ability, high yields, versatility for fresh market as well as processing and its resistance to disease,” she says.

Other Regions

Louisiana will grow about 6,000 acres of sweetpotatoes this year, maybe a slight increase over 2024, explains Rene Simon, president of the Louisiana Sweet Potato commission.

Growers are optimistic, he says. “We think we’ve got a good crop coming.”

Harvesting should begin around Labor Day.

The popularity of Mississippi sweetpotatoes is on the rise, says Caleb Englert, president of the Mississippi Sweet Potato Council.

The state has about 30,000 acres of the spuds, he says.

“Sweetpotatoes are the most nutritious vegetable you can get,” he says. “They hit all your tally marks on being healthy.”

Many of Mississippi’s sweetpotatoes are produced on family farms by growers who put a lot of love into their crop and are supportive of the local communities, Englert says. “Packinghouses do a great job across the board.”

Looking westward, California’s sweetpotato acreage is expected to be down slightly this year to about 18,500 acres because of rising input costs, says Sarah Alvernaz, California Sweetpotato Council marketing chair and general manager for California Sweet Potato Growers.

Approximately 50% of the Golden State’s acreage is red and orange varieties, 25% is white varieties and 25% is purple sweetpotatoes.

“We are still early in harvest,” she said in late August, “but quality is looking great, and we are looking forward to a good marketing year.”

Bako Sweet Kicks Off Game Day Packaging Promotion

Wed, 20 Aug 2025 12:49:30 GMT

Sweetpotatoes from Country Sweet Produce’s Bako Sweet brand will be suiting up for its first Game Day Tailgating packaging promotion, which will give retailers “a fresh opportunity to score incremental sales this fall,” the company says. Running September and October, the brand’s product lineup will feature limited-time, football-themed packaging and in-store displays designed to capture shopper attention.

“Fall is one of the most exciting times for food and entertaining, and game day gatherings are a perfect occasion to spotlight sweet potatoes,” says Susan Noritake, vice president of sales and marketing at Bako Sweet. “We’re encouraging retailers to get their orders in now so they can be ready to win big when shoppers start planning their tailgates. Our themed packaging and fun, high-visibility displays not only grab shopper attention but also inspire creative, better-for-you game day recipes.”

The promotion will include organic and conventional sweetpotato trays, organic and conventional 3-pound and 5-pound mesh bags, and Single Sweets — wrapped sweetpotatoes that are washed, ready to microwave and now dressed to look like footballs.

It will also include Game Day Tailgating display bins featuring the “Sweeten Game Day Tailgating” theme, complete with a football goal post graphic and sweetpotato appetizer imagery for retail. The company says visually engaging displays like this can give retailers a powerful way to inspire impulse buys.

Beyond the store, Bako Sweet says it will share a lineup of tailgating and grilling recipes for sweetpotatoes across its social media channels and partner with influencers to create game day-inspired content as part of the promotion.

The company says Game Day Tailgating packaging and displays will be available for shipment starting Sept. 1, and it encourages retailers are to secure orders early.

Remembering NC Ag Advocate Johnny Barnes

Fri, 18 Jul 2025 22:12:41 GMT

The American Sweet Potato Marketing Institute, the U.S. Sweet Potato Council, and the North Carolina Sweetpotato Commission, as well as the broader agricultural community mourn the loss of Johnny Barnes, a beloved husband, father, leader, innovator and tireless advocate for North Carolina agriculture. Barnes, 61, passed away on July 12, after complications from a recent illness.

A lifelong resident of Spring Hope, Barnes dedicated his life to farming and family, playing a pivotal role in the growth of North Carolina’s sweetpotato industry through his leadership at Barnes Farming Corporation and Farm Pak Products. He was a driving force behind the company’s success.

Barnes’ passion for farming extended beyond production, however. He was a founding force behind many sweetpotato initiatives that shaped market growth, export expansion and advocacy for North Carolina growers. He worked tirelessly with industry groups and policymakers to protect and promote the interests of farmers in the state, region and nation, always doing so with a commitment to integrity. He also helped form and lead the American Sweet Potato Marketing Institute in 2014, and served as its president until spring of 2025.

“Johnny was more than a grower — he was a visionary who helped elevate North Carolina sweetpotatoes onto the global stage,” says Michelle Grainger, executive director of the North Carolina Sweetpotato Commission. “His legacy lives in the fields he stewarded, the people he mentored, and the standards of excellence he set for our entire industry. He was not just respected, he was loved.”

“Johnny was a man of quiet strength and unwavering values,” says Jose “Pepe” Calderon, sales manager at Farm Pak. “He believed in doing things the right way — not the easy way. Every person who worked with him learned something about dedication, patience and pride in their work. While his absence leaves a deep void, his impact will be felt for generations. We are thankful that Johnny’s son, Josh Barnes, will continue his father’s legacy by leading Barnes Farming Corporation and carrying forward his father’s vision for innovation and stewardship in agriculture.”

In addition to his professional accomplishments, Barnes was known for his deep love of family, his generosity and his strong faith. He is survived by his wife, North Carolina State Senator Lisa Stone Barnes; their children Bethany (Grayson), Josh (Rachel), and Jacy (Charlie); four grandchildren; his loving mother, Maxine (Norman); beloved niece, Brittany (Ryan); and countless extended family members, friends and colleagues across the industry.

The American Sweet Potato Marketing Institute, the U.S. Sweet Potato Council and the North Carolina Sweetpotato Commission extend their deepest condolences to the Barnes family and all who had the honor of working alongside him. Johnny Barnes’ legacy is etched in the rich soil of North Carolina and the global recognition of the state’s signature crop.

A memorial service will be held at 3:30 on Sunday, July 20 at Ridgecrest Worship Center, Rocky Mount, N.C. A visitation will be held the day before, Saturday, July 19 from 3:30 p.m. until 5:00 p.m.

Flowers are accepted or donations can be made to: The Johnny Barnes Foundation for Medical Research: First Carolina Bank, 171 N. Winstead Avenue, Rocky Mount, NC 27804

Specialty Crop Organizations Push for AEWR Transparency

Fri, 20 Jun 2025 12:00:31 GMT

Specialty crop groups in five states have come together to file a freedom of information request with the USDA to better understand how the agency calculates the Adverse Effect Wage Rate (AEWR) that determines the minimum wages in each state for the H-2A guestworker program.

The effort is led by the North Carolina Sweetpotato Commission (NCSC) and the Georgia Fruit and Vegetable Growers Association (GFVGA), whose members have faced sharp increases in AEWR in the last few years.

Chris Butts, executive vice president of GFVGA, says Georgia growers have seen a total of 31% in increases in AEWR during the last three years. And Michelle Grainger, executive director of NCSC, says growers in her state have seen an 18% rise in AEWR in the last three years.

“Any way you look at it and slice it, this has been a very challenging situation, and as our growers are continually faced with economic pressures for all their other input costs, to have over 40% of their balance sheets tied up in labor and not be able to know what that labor cost is going to be until mid-November, it’s hard to run a business that way as their first workers typically arrive in early February to the farm,” she says. “To not have transparency of how the [AEWR] algorithm is utilized to create a budget on what feels like very arbitrary rates that are sprinkled across the nation at different regions that don’t even make sense. Enough is enough.”

Butts says changes to Georgia’s immigration policy in the 2010s means specialty crop growers in the state utilize the H-2A program exclusively to meet labor needs.

“In the southeast, there is no fruit and vegetable production without the H-2A program because there is no other labor pool there,” he says. “A Vidalia onion is touched by hand six times during the planting through the harvest — the same for blueberry production, citrus production. Our growing industries are reliant on [H-2A labor], and until we develop technology for mechanization and automation to help our workers become efficient, we’re relying on this program.”

Granger agrees, noting sweetpotatoes are a labor-intensive crop, so mechanization is not a possibility for her growers.

“Any sweetpotato grower cannot have fresh sweetpotatoes on the market without hand-harvesting,” she says. “We also utilize labor to transplant. The crop that we have is labor-intensive from the moment we start growing seed, whether that be in the greenhouse or in a bedding field, to the moment it almost hits the truck on a case that’s going retail, food service, a consumer’s plate, etc.”

So far, the organizations that have signed on to the coalition include:

Alabama Farmers Federation
Alabama Fruit and Vegetable Growers Association
Alabama Nursery and Landscape Association
Blue Ridge Apple Growers Association
Georgia Agribusiness Council
Georgia Berry Exchange
Georgia Farm Bureau
Georgia Fruit & Vegetable Growers Association
Georgia Green Industry Association
Georgia Peach Council
Georgia Pecan Growers Association
Georgia Watermelon Association
International Fresh Produce Association
National Council of Agricultural Employers
North Carolina Apple Growers Association
North Carolina Chamber
North Carolina Christmas Tree Association
North Carolina Farm Bureau
North Carolina Growers Association
North Carolina Nursery & Landscape Association
North Carolina Strawberry Association
North Carolina Sweetpotato Commission
North Carolina Tomato Growers Association
North Carolina Vegetable Growers Association
North Carolina Watermelon Association
Michigan Asparagus Association
South Carolina Farm Bureau
South Carolina Peach Council
South Carolina Small Fruit Growers Association
Tobacco Growers Association of North Carolina

Granger and Butts say the coalition has communicated with representatives in Washington, D.C., to voice concerns about the rising AEWR rate and possibilities for ag labor reform. Granger says the diversity of the specialty crops helps drive home the need for changes.

“Our elected officials, regardless of what side of the aisle they may sit on, appreciate the value of agriculture and they appreciate that North Carolina is a state that has a lot of specialty crops,” she says. “Our coalition, when we filed — it has since grown — it was 30 organizations representing five states and 13 unique different crops, as well as eight different state and national member advocacy groups. That diversity really excited our representatives in Congress, because it gave them something more to talk about.”

Granger says a great way for those in the fresh produce industry to help communicate the coalition’s concerns is quite simple. Communicate with elected officials and community members about the vital role that agriculture has in this country.

“There’s a lot of people that we interact with, who don’t quite grasp how reliant we are on labor,” she says. “Not all of these people are not that terribly far removed from agriculture. I’m constantly amazed, but I patiently provide information and education on how uneducated the American consumer is today about what it takes to have fresh food, quality food, safe food and affordable food on their plate. It doesn’t magically just show up at the grocery store.”

Butts says another way for those in the fresh produce industry can help elevate this cause is to get involved.

“If they’re not a member of that state or local organization that signs on the support coalition, join your organization and support them,” he says. “Then ask your regional organization, ‘What are you doing for these efforts, and how can we participate?’”

Small-Scale Growing Makes Big Move in Arkansas

Mon, 09 Jun 2025 10:50:45 GMT

Arkansas agriculture is known for grains and fiber crops — rice, cotton, soybeans and so on — but it is also a big player in some specific produce crops. For example, it is one of the top states in the country for peanut production. Also, while it is only 10th in the nation for overall soybean production, it boasts itself as No. 1 in the U.S. for edamame.

But it is also a state seeing a boom in small, diversified growers, according to Amanda Philyaw Perez, extension specialist at the University of Arkansas. And those small growers are growing.

“We’ve seen a really big increase in the number of people who have taken advantage of the USDA NRCS (Natural Resources Conservation Service) funds to receive high tunnels,” she said. “Oftentimes those growers are smaller-scale, diversified vegetable producers, and they are adding cut flowers into those production systems as well.”

There is another interesting small-scale produce trend being seen in Arkansas: people adding agriculture into their lives.

“We’re starting to see a development of very, very small farms; almost what you would consider a backyard gardener selling produce,” Perez said. “They will grow for their family, and then they will have excess that they will sell either to a local food retailer or add a little pop-up farm stand in their driveway.”

She explained that these small backyard growers sometimes work together with larger, but still small, farms that effectively act as a produce aggregator. These are supplying another Arkansas trend: small farm shops.

“It’s kind of a resurgence of the mom-and-pop grocery,” said Perez, noting that they tend to be open a several days a week and get produce and value-added items from “whoever they can source from within their community.”

“People are adding ag in small increments to their lifestyle instead of it being their primary profession,” she said of the trends, which she called innovative. “It’s pretty interesting to see someone’s approach to returning to ag.”

Established Arkansas growers such as Matthews Ridgeview Farms are also expanding and diversifying. Autumn Campbell, sales manager, said the farm has added acreage in recent years and has increased its offerings.

(Photo courtesy of Matthews Ridgeview Farms)

Established Growers Also Growing and Diversifying

Innovation, growth and diversification are not limited to those just returning to ag in Arkansas. Established growers such as Matthews Ridgeview Farms, which has more than a century of continuous growing experience, are also expanding and diversifying.

Autumn Campbell, sales manager for Matthews Ridgeview Farms, said the farm has added acreage in recent years, on top of a 2018 expansion, and has broadened its offerings.

“The last couple of years, we’ve added a new (sweetpotato) variety that we’re growing: the murasaki,” she said. “It’s not a new variety, but it’s a new item for us to offer our customers, and it’s done really well. There’s a big demand for that.”

The company is looking ahead to how to meet future demands for that new product too. Campbell said that the farm currently sells the murasaki as a bulk No. 1 in 40-pound cases. “But we’re looking to possibly expand into a bagged item or a microwavable sweetpotato item with that variety. And we’re always open to what our customers are doing or new projects they might have in mind.”

Campbell said throughout her 15 years with Matthews Ridgeview Farms, she has seen a change in what drives change in agriculture. Rather than farm to table, the force of change recently has been “table to field.”

“Farmers have had to evolve with what’s going on in the rest of the industry,” she said. “Things change and specs change and what certain retailers are looking for change. It’s not as basic as it used to be.”

Campbell gave the example of, in the past, a grower could send a U.S. No. 1 sweetpotato to retailers — fairly basic and straightforward.

“Now you’ve got certain size specs and you have to evolve and have electronic sizing, which is what we did when we expanded back in 2018,” she said. “So, it’s really just changed from the outside and there’s a lot of technology in agriculture now, which helps things go a lot smoother. They are still hard workers, but we have had to evolve and work smarter.”

In keeping with the Arkansas produce trends, as Perez noted how hyperlocal growing and sourcing depends on relationships and community, Campbell described relationships as a key component of sustainability at Matthews Ridgeview Farms.

“Relationships are so important in the industry,” Campbell said. “Obviously there’s a lot of legal things and technical things and paperwork that keeps you sustainable, but most of all it’s the relationships that we have.”

Land of opportunity: Carolina growers thrive with diverse crops and conditions

Mon, 19 May 2025 21:06:52 GMT

The Carolinas are unique states for growing fresh produce. The region represents a lot of climate and topographical diversity in a small space. Whether north or south, this diversity forces growers to be creative, adaptable and future-focused to meet evolving consumer demands in the face of sometimes unforgiving settings.

North Carolina boasts several high ranks across different types of fresh produce. It is the nation’s top producer of sweetpotatoes, its official state vegetable, for example. According to 2023 cash receipts (most recent complete USDA data), the state ranked fifth in the nation for blueberries, fresh and processing cucumbers and peanuts; sixth in the nation for other cucumbers, bell peppers and pumpkins; and seventh in the nation for squash and watermelons.

The state’s success with many different produce owes a lot to its physical variety.

“North Carolina is so fortunate and blessed that we have so many different topographies and soil types, as well as climate zones, in our singular state,” said Michelle Grainger, executive director of the North Carolina Sweetpotato Commission.

Producers use this variety to their benefit. The folks at Happy Dirt, a produce distribution company with 16 farmer owners across the state, gave the example of their lettuce farms distributed across the state for strategic purposes.

“We’ve been utilizing the topography of having some mountain farms to extend our season,” said Alex Borst, purchasing manager for Happy Dirt. “We’ve got a good, solid, late-April-to-mid-June lettuce program now.”

South Carolina peaches benefit from having adequate chill hours, the conditions for which emerge with the state’s hot, humid summers and cool winters with a lot of moisture in the air, says Blakely Atkinson, executive director of the South Carolina Peach Council.

(Photo courtesy of the South Carolina Department of Agriculture)

Not to be outdone, South Carolinian growers take pride in the variety their state brings to the southeast.

“We are a small state, but we do so much,” said Eva Moore, communications director for the South Carolina Department of Agriculture, adding that the state has a broad produce portfolio. “And, of course, we’re the ‘Tastier Peach State.’”

In 2023, South Carolina was second in the nation for peaches, sixth for peanuts and eighth for watermelons. That said, the state also grows crops rarely tracked by USDA, such as turnip greens and collards.

The South Carolinian claim of being the tastier peach state stems from its unique climate. Blakely Atkinson, executive director of the South Carolina Peach Council, explained that peach trees need a certain number of chill hours to set fruit and heat to make that fruit sweet. South Carolina gets that, she said, with hot, humid summers and cool winters with a lot of moisture in the air.

Weather woes add up

Produce growers in the Carolinas have been hard-hit lately from a series of extreme weather events. For example, those cold winters needed for peach setting went a bit overboard in 2023 when a late-season cold snap resulted in 70% crop loss.

“That was the state estimation loss,” Atkinson said. “Some people were able to squeak by, but some were hit worse. One of my growers had a 99% crop loss.”

Last year also saw some extreme weather events that greatly affected Carolina producers. Grainger called it a brutal year.

“North Carolina was just battered from the mountains to the sea and everywhere in between,” she said, explaining that right after the sweetpotato crop was transplanted, the state got hit with drought.

“Then we had three storms: Hurricane Debbie, Tropical Cyclone Eight and the tail end of Hurricane Helene,” Grainger said. “We had all the conditions that you could possibly have between the months of June and November, and it netted us a loss of anywhere between 40% to 45% of yield.”

Sim McIver, assistant director of domestic marketing at the North Carolina Department of Agriculture and Consumer Services, estimated 2024’s extreme weather cost North Carolina agriculture $5 billion. The disasters wiped out fields and destroyed infrastructure throughout the state.

Some operations were relatively lucky, however. Tendwell Farm co-owner Steven Beltram said that its packing shed was spared. While the company had a lot of equipment damage, it was repairable. The roads and bridges are back in place in the area, and tractor trailers can get in and out of the packing house again.

“We were very fortunate in that none of our fields were permanently damaged,” Beltram said.

North Carolina’s diversity in topography, soil and climate benefit growing areas throughout the state. “We’ve been utilizing the topography of having some mountain farms to extend our season,” said Alex Borst, purchasing manager for Happy Dirt. “We’ve got a good, solid, late-April to mid-June lettuce program now.”

(Photo courtesy of Happy Dirt)

Diverse varieties, growing methods

The increased demand for more variety, be that new crops, new growing styles or new varieties of familiar crops, and growers rising to meet that demand was a constant thread across the Carolinas.

“We are seeing producers investing in produce, putting their energy there and diversifying,” Moore said.

She highlighted that vegetable acreage in South Carolina expanded dramatically since the last Census of Agriculture. Taylor Holenbeck, grower services coordinator for Happy Dirt, said there has been a movement in growing organic vegetables in the South, in general.

But the trend for more diversity isn’t just relegated to vegetables. Both McIver and Moore noted growth in berry interest, strawberries specifically in North Carolina and berries overall in South Carolina.

“Berry sales by South Carolina producers more than tripled between 2017 and 2022, from $13 million to $44.3 million,” Moore explained, adding that a group of growers recently founded the South Carolina Small Fruit Growers Association. “Some of our large farms have been adding small fruit to diversify.”

Several of the groups The Packer spoke to highlighted plans for expanding into new crops or expanding existing variety due to increased demand. The farms that Happy Dirt works with planted more acres of organic strawberries this year, for example. Holenbeck said the company is working with smaller farms to grow specialty eggplant, cherry tomatoes and specialty peppers.

“We’re just trying to really up our specialty game with our smaller farms so our larger farms can crank out the volume items we need,” Holenbeck said. “We’re increasing acreage in micro ways on these smaller, hyperspecialty products. That’s been really exciting.”

Consumer interest in new varieties of familiar crops has been strong lately in the Carolinas as well. Interest in sweetpotato varieties is growing, for example, especially for the purple-skinned, white-fleshed murasaki varietal.

Grainger said this push for different varieties started in the culinary world, then got picked up by social media influencers. She also cited the impact of the Netflix’s series “The Blue Zone,” which focused on areas of the world where populations live exceptionally long lives.

“The very first episode of this series was in Japan and within the first few minutes of that episode they were talking about the purple sweetpotato,” she said. “The individuals being interviewed expressed how important that sweetpotato is to their daily diet and they were attributing their longevity to it.”

Sweetpotatoes aren’t the only crop with growing varietal interest from consumers. Atkinson noted that consumers are also inquiring more about different peach varieties.

“We live in a society that is constantly wanting to learn, and consumers are really concerned about where their food is coming from,” she said. “So, they are asking questions and want to be educated on their food, and that’s great.”

A focus on sustainable produce

Expanding into new crops and new varieties aren’t the only ways Carolina growers are trying to serve their consumers better. New, different and more sustainable packaging that caters to customer needs was a frequently cited trend.

“Simplicity and affordability are huge with today’s consumers,” said McIver. “Simple recipes and affordable price options; pre-cut, ready-to -eat produce is gaining popularity. Any kind of value-added time-savers.”

The Nashville, N.C.-based fresh produce packer, shipper and marketer Nash Produce aims to meet those convenience needs.

“That’s where some of these new packaging strategies come in handy,” said Robin Narron, marketing director and sales support for Nash Produce. “For example, if you have a family of two, it’s easy to just grab two sweetpotatoes. But if you have a family of four, you can grab our 4-pack. You don’t have to sort through the bulk bin and worry about different cook times because ours are electronically sized to be as consistent as possible.”

Narron said the company strives to cater to the needs of its customers, be they the end consumer or retail customers.

“We have to do what’s popular in different areas. In some regions, for example, the larger sweetpotatoes are more popular, while in other areas, the smaller size are more popular,” she said. “So, we try to deliver whatever our customer base needs. If it’s something that we don’t have, we try to innovate something that would work for them.”

For Happy Dirt, changes in the way it packages its sweetpotatoes have not only served its customers but also its growers.

“Over the past couple of years, we’ve really worked on our packaged sweetpotato program. Our 3-pound bags have been really successful,” Holenbeck said. “It’s
really helped our farmers, because they can put their smaller potatoes in those bags. Before, they would often just leave them in the field and not even pick them up because they couldn’t sell them. So, we’ve created, not necessarily a new market, but a new market for our farmers.”

Making better use of a harvest through packaging strategies is one way to improve sustainability. Some groups reported addressing sustainability issues directly with packaging, however.

“At Nash Produce, we are constantly working on sustainability projects,” said Narron. Part of this is innovation with packaging materials. “We’re trying to branch out into more eco-friendly packaging materials. Trying to get away from Styrofoam trays and trying to bring in more disposable or biodegradable packaging materials.”

Beltram observed another interesting sustainability-minded trend in his area among his neighbors.

“I don’t know if it’s on account of what we’re doing, but over the past 15 years, a lot of the conventional growers starting to incorporate sustainable practices,” he said.

Beltram said he’s started seeing a lot of conventional growers in his area starting to incorporate cover crops, something the all-organic Tendwell is proud of.

He also spoke about a different sustainability issue: the continuation of agriculture in the area. With Tendwell being a first-generation farm, this is a near-and-dear issue.

“Here in the mountains you see a lot of older folks who have been doing what they’re doing for a long time. As they’re starting to age out and they’re doing less farming, there’s not much of a new generation coming on,” he said. “So, we have a lot of really supportive neighbors. They are really happy about what we’re doing.”

Tendwell Farm has found that increased diversity of crops helps them meet consumer’s evolving demands.

(Photo courtesy of Tendwell Farm)

A look to the future

Tendwell is installing an optical sorter to speed up tomato sorting this summer.

“So, that should give our grape tomato pack a little more uniformity as far as sizing and color goes,” Beltram said. “We’re pretty excited about putting that machine in place this summer.”

Happy Dirt is also looking forward to infrastructure changes at its farms.

Borst said the company has been conducting trials on high and low tunnels. The trials have suggested ways tunnels can be used to mitigate the threats of disease and weather, extending their seasons on various specialty crops and increasing the consistency of the crops, said Holenbeck, adding that increasing infrastructure at the farms is a goal this summer.

For South Carolina peaches, the near future will mean spreading the goodness.

“New this year is the expansion of exports,” Atkinson said. “One of our larger farms has already been exporting to Mexico, but there has been expansion this year, and I think that is something that is pretty exciting.”

She added that expansion of export into Canada was also something the South Carolina peach industry is working on. “We’re already up there, but to say that we’re still growing is really something.”

South Carolina at large has also been working on recent and new efforts to connect local growers with consumers. Moore noted the recently launched Certified South Carolina Showcase, which just held its third annual event in late March.

“It grew out of a smaller effort to get growers and buyers in the same room, but we expanded it, and now it’s held at the big convention center here in Columbia,” she said. “It’s producers who are part of our big Certified South Carolina branding program, and they exhibit trade-show style.”

She also said the state is working on a portal for school food authorities to find and connect with local producers.

“Farms and producers that are looking to scale up and be able to serve markets in their communities often are interested in working with schools, so we are going to have an interface where that can happen,” Moore said. “It will be a portal where producers and distributors can list what they have available and their contact information, and on the other side school food authorities can make those connections.”

In both Carolinas, the emphasis on growing research is strong.

“Historically, the South has been largely ignored when it comes to developing varieties for our climate specifically,” Holenbeck explained. That has changed recently with the growing demand for growing produce, especially organic produce, in the southeast.”

“One of the reasons why North Carolina is as strong as we are in sweetpotato production is because of our growers and their close relationship with the research institutions,” Grainger said. She pointed to work at institutions such as North Carolina State University, North Carolina A&T, the University of Mount Olive and across the Cooperative Extension System.

“North Carolina has an incredible Cooperative Extension Program that spans our entire state; all 100 counties have an office,” she said. “Our growers work side by side with individuals from each of these institutions, and they adopt research, they provide facilities and work with those who are trying to promote and progress the industry.”

Research efforts, both public and in private companies, are strong in South Carolina as well to find varieties that work for the state’s climate, Moore said, pointing to examples of heat-tolerant butter beans and peach varieties that can withstand the warmer weather of summers in the South.

“The climate here is, for lack of a better word, very volatile,” Holenbeck said. “To be adaptable within that is very important for our farmers and the longevity and sustainability of growing in the southeast.”

Gold Bell, Morning Kiss tout sweetpotatoes for Easter, holiday meals

Wed, 02 Apr 2025 16:58:11 GMT

Chelsea, Mass.-based Gold Bell and Morning Kiss Organic said their nutrient-rich conventional and organic sweetpotatoes are an ideal staple for Easter and holiday meals.

Packed with vitamins and antioxidants, as well as rich in vitamins A and C, fiber, manganese and potassium, the companies say sweetpotatoes support immune health, digestion and overall well-being.

Sweetpotatoes’ natural sweetness and versatility make them a favorite ingredient in a variety of dishes, from classic casseroles to roasted sides and even baked goods. With availability in many different varieties, vibrant flavors and a long shelf life, consumers can use different flavors and textures in any culinary creation, the company say.

Morning Kiss Organic says it offers a variety of sweetpotatoes, including traditional orange-fleshed sweetpotatoes, Japanese sweetpotatoes with a distinctive reddish-purple skin and creamy white interior, garnet yams known for a deep orange flesh and rich flavor and white sweetpotatoes, which have a milder taste and firmer texture.

Gold Bell says works closely with East Coast suppliers, including local New England farms, to source its high-quality sweetpotatoes.

“Sweet potatoes are a holiday favorite, whether served mashed, roasted or baked into pies,” Mike Guptill of Morning Kiss Organic said in a news release. “We are excited to provide a high-quality option that consumers can feel good about serving to their families.”

A part of a commitment to sustainability, Gold Bell and Morning Kiss Organic use just-in-time inventory management to reduce food waste and ensure freshness, the release said.

States put the spotlight on sweetpotatoes

Thu, 27 Mar 2025 17:26:04 GMT

Sweetpotato councils and commissions across the country go all out to tout their favorite vegetable. Here’s a look at what some of them are up to:

Moving plates in Mississippi

Fans of Mississippi sweetpotatoes will be able to promote the spuds literally everywhere they go thanks to the Vardaman-based Mississippi Sweetpotato Council and a little help from the Mississippi Department of Motor Vehicles.

Special vehicle license plates should be available by summer and will sport the Mississippi sweetpotato logo and show the council’s website — MSSweetpotato.org — in addition to the vehicle license number, said Caleb Englert, council president and president of the U.S. Sweetpotato Council.

The Vardaman-based Mississippi Sweetpotato Council, with a little help from the Mississippi Department of Motor Vehicles, has come up with a special vehicle license plate that will feature the Mississippi sweetpotato logo and show the council’s website in addition to vehicle license number, says Caleb Englert, council president.

(Photo courtesy of Mississippi Sweetpotato Council)

The council had to arrange for the presale of 300 plates in order to have the specialty tags added to the state’s license plate offerings, he said. A portion of the fees charged for the plates will go to the council to promote sweetpotatoes.

Englert expects the special plates to catch on among the driving public.

“Once people see them, they will be all for them,” he said. “It’s definitely going to help support the industry.”

The council also was able to use funds from a USDA specialty crop marketing grant to sponsor Sweetpotato Day, complete with radio and TV support, at a Mississippi State University baseball game in Starkville.

The grant supported Mississippi sweetpotato billboards for four weeks in Atlanta, Houston and Chicago and a wrapped 18-wheeler used to haul sweetpotatoes as well.

The council also is finishing work on a documentary explaining how sweetpotatoes are grown. It will be shown on social media starting this summer.

The Baton Rouge-based Louisiana Sweet Potato Commission encourages consumers to add sweetpotatoes to the state’s popular seafood and crawfish boils, says Rene Simon, director.

(Photo courtesy of Louisiana Sweet Potato Commission)

Crawfish nosh in Louisiana

Spring is a big time for crawfish boils and seafood boils, and the Baton Rouge-based Louisiana Sweet Potato Commission continues to encourage consumers to add the vegetables to the ever-popular boils at this time every year, said Rene Simon, director.

White potatoes are the usual tuber of choice for the mealtime favorites, but Simon hopes that may be changing.

“It’s taking a while to catch on, but we’re seeing more people adding sweetpotatoes to their crawfish boils and their seafood boils,” he said.

Sweetpotato are a good fit for the boils, which are generally fairly spicy.

“The boils have salt, pepper and other flavoring that adds to the savoriness,” he said.

But sweetpotatoes add sweetness and a different flavor.

“They break the saltiness and the seasoning a little bit,” he said.

The Louisiana crawfish has been popular for generations, Simon said. And though the sweetpotato promotion started 10 years ago, it has really taken off over the past two or three years and continues to grow in popularity.

“It gives our farmers another way to market the smaller potatoes that might not be able to make the store shelves,” he said.

The commission supports Louisiana’s 6,000 acres of sweetpotatoes with TV and online advertising, some of which specifically promotes the boils.

While spring is the most popular time of year for crawfish and seafood boils, crab and shrimp boils are just as good and flavorful during the summer, Simon said.

The Benson-based North Carolina Sweetpotato Commission’s 2025 marketing program includes a mix of influencer marketing, social media, cooking classes, recipe development, media coverage, trade/consumer advertising, sponsorships, TV segments and more, says Michelle Grainger, executive director.

(Photo courtesy of North Carolina Sweetpotato Commission)

Influencers loose in North Carolina

“The North Carolina 2025 marketing program includes a mix of influencer marketing, social media, cooking classes, recipe development, media coverage, trade/consumer advertising, sponsorships, TV segments and more,” said Michelle Grainger, executive director of the Benson-based North Carolina Sweetpotato Commission.

The commission has partnered with five creators and four recipe developers who have attracted 2,574,330 followers, Grainger said.

“The goal is to cater towards certain demographics by having mothers, dietitians and nutritionists share their knowledge on the health benefits of North Carolina sweetpotatoes through recipe and educational content,” she said.

Cooking classes are held to help consumers to learn new recipes at home, and renowned nutrition experts have become partners in TV segments on KCTV, Al Borde Del Abismo and ABC, she said.

A farming influencer will visit North Carolina sweetpotato farms, packinghouses and the Horticultural Crops Research Station at Clinton this spring.

“Content will be created in the form of YouTube videos, Instagram and Facebook reels to be featured on NC Sweetpotato social media pages,” she said.

The commission also is working with Family Features mat syndicate to create a video/photo and an article featuring a sweetpotato beverage during the summer.

In addition, trade ads are planned in key publications and advertising is scheduled for subway ads in New York, a target market, in the spring and summer.

“It’s a tactic to get people to learn more about where their food comes from,” Grainger said.

Cutting confusion in California

The Livingston-based California Sweetpotato Council is winding down its $242,000 block grant received from the California Department of Food and Agriculture in 2022 to dispel consumer confusion about yams versus sweetpotatoes, said Jill Damskey, the council’s associate director.

The council has “done a ton of messaging,” working with several supermarket chains and independent stores and used social media to spread its message, she said.

One of the goals of the project was to tell consumers that all colors of sweetpotatoes — purple, orange, red and white — have the same nutritional benefits and can be used interchangeably in recipes, she said.

Some retailers used the council’s own pictures showing the outside flesh and inside flesh of the various potatoes.

“We feel like it’s been a good two years and a successful campaign,” Damskey said.

The promotional efforts final push of the campaign will run through April.

Sweetpotato acreage is on the rise, but input costs are still a pain point

Tue, 25 Mar 2025 14:00:45 GMT

U.S. sweetpotato harvested acreage rose by 23,300 acres in 2024 to 148,200, according to the USDA. And Kay Rentzel, executive director of the Dillsburg, Pa.-based U.S. Sweetpotato Council Inc., said 2025’s acreage is expected to be similar to last year’s.

North Carolina, Mississippi and California continue to be the leading U.S. producers of sweetpotatoes.

In North Carolina, Wilson-based Vick Family Farms is celebrating 50 years, said Charlotte Vick, partner.

The founders of Vick Family Farms began farming on 25 acres.

“We are proud of this milestone and have celebrations planned for later this year,” she said.

The company broke ground last year for a new storage facility that should be in operation when new-crop potatoes arrive in the fall. The new crop will start planting in May, but the company has sweetpotatoes stored in controlled-atmosphere buildings year-round.

The company also will install new labeling machines soon. Currently, potatoes are hand-labeled, which adds to the costs of the item, Vick said. Automating the process will help relieve some stress on the shed with the increase in sales.

Although 2024 produced a nice crop of sweetpotatoes in North Carolina, some areas had an abundance of smaller potatoes and reduced yields, Vick said.

“Weather in 2024 was the culprit, having a drought early in the growing season, then lots of rain later,” she said. “Areas reported from a 10% to 50% reduction in yields.”

Vick Family Farms, Wilson, N.C., which is celebrating its 50th year, will start planting its new crop in May, but the company has sweetpotatoes stored in controlled-atmosphere buildings year-round, says Charlotte Vick, partner.

(Photo courtesy of Vick Family Farms)

USDA said the state’s harvested acreage rose to 86,500, up from 76,900 in 2023, but yields dropped to 150 cwt per acre, down from 195 cwt per acre.

Growers in Mississippi have tried to capitalize on the diminished yields in North Carolina this season, said Lorin Harvey, sweetpotato specialist at Mississippi State University, Starkville.

Although the USDA reported that yields in Mississippi were down for the 2024 crop, Harvey said, “I don’t believe that to be the case.”

The official numbers from USDA were 120 cwt for 2024 and 125 in 2023.

Harvey said harvested acreage should be the same or more this year than last year’s 31,500 acres, which was up from 29,000 acres in 2023.

“[Acreage] might increase as people try to spread out the risk, or it might decrease as people try cut back production costs,” he said.

In California, Livingston-based AV Thomas ships sweetpotatoes year-round but had sold out of its specialty Stokes purple sweetpotatoes and Ben Yagi variety early this year, said Jeremy Fookes, director of sales.

The company still had its four primary varieties on hand: red, orange, white and Japanese sweetpotatoes.

The company was finishing its hotbeds in mid-March. That’s where it grows transplants that will produce cuttings to be planted six or eight weeks later for its sweetpotato crop, which will be harvested 90 to 120 days later, Fookes said.

The 2024 storage crop still was putting out good quality, he said.

“We had a good farming year,” Fookes said. “We were able to get the potatoes out of the ground before inclement weather hit, and we were able to put strong potatoes into our storage facilities.”

AV Thomas plans to plant the same number of acres this year as it did last year, he said.

Organic sweetpotatoes also are popular among some consumers.

Livingston, Calif.-based AV Thomas ships several varieties of sweetpotatoes, says Jeremy Fookes, director of sales. The 2024 storage crop still is putting out very good quality, he says. “We had a good farming year,” Fookes says. “We were able to get the potatoes out of the ground before inclement weather hit, and we were able to put strong potatoes into our storage facilities.”

(Photo courtesy of AV Thomas)

Vick Family Farms offers organic product in its Natural Gold-branded label, Vick said.

“Those sales have grown a lot the last couple years,” she said.

Mississippi only has about 200 acres of organic sweetpotatoes, Harvey said.

They’re grown by farmers who want to complement their conventional sweetpotato programs.

“It rounds out your portfolio,” Harvey said.

AV Thomas is the largest organic sweetpotato grower-packer-shipper in U.S., Fookes said.

Organic sales have been holding steady, but they might be dipping slightly because one major supermarket chain is cutting back its organic program, he said.

Organic sweetpotatoes are especially important on the processing side for infant and toddler food, said Rentzel of the U.S. Sweetpotato Council. Organic sales went through a bit of a lull during the COVID-19 pandemic, she said, but sales seem to be improving.

“That’s a good thing for the industry,” she said.

Sweetpotato prices have risen slightly, but grower-shippers say not enough to keep up with their costs.

“Our costs to grow the crop have gone up significantly,” Vick said.

Labor has been the main reason, but she said other input costs also contributed to the increase.

“We are concerned about labor rates for 2025 because all of the sweetpotato growing areas have increased H-2A rates,” she said.

Costs also have been problematic for AV Thomas.

“Prices have been a pain point for the grower community for a few years in a row,” Fookes said.

“The industry has really tried to vocalize to the buyer community that the cost of production has outpaced the price increases the industry has been able to negotiate with vendor partners,” he added.

But that could be changing.

“I do feel that the customer has been a little bit more receptive to negotiating prices that are more sustainable for continued growth or at least maintaining existing production levels,” Fookes said.

Themed merchandising displays aim to drive Easter sales

Wed, 19 Mar 2025 19:11:32 GMT

Bako Sweet, known for premium sweetpotatoes and eye-catching, themed merchandising, says it is once again helping retailers elevate their produce displays to increase sales this Easter.

The brand says it is offering convenience, trending flavor and variety to shoppers nationwide.

“Retailers should be looking to create vibrant, impactful displays, and our color-drenched bags of sweetpotatoes are the perfect way to draw customers in this Easter season,” Susan Noritake, vice president of sales and marketing for Bako Sweet, said in a news release. “The data shows that our bright and playful displays make a huge impact on sales with retailers historically experiencing a 240% sales increase when using our display bins in stores.”

To further maximize sales, Bako Sweet recommends placing complementary items next to sweetpotato displays. Popular Easter dishes like traditional sweetpotato casserole, roasted sweetpotatoes and sweetpotato pie can be enhanced by showcasing ingredients such as compound butters, seasoned nuts, herbs, premium cheeses and baking ingredients nearby, the release said.

Additionally, Bako Sweet offers recipe content to their partners and suggests placing recipe cards or QR codes nearby displays that will inspire new and exciting renditions of classics, such as Sweetpotato Gratin, Sourdough Sweetpotato Biscuits or Vegan Easter Egg Brownies. The brand said this approach not only inspires creative meal ideas but also encourages shoppers to purchase everything they need in one location.

“Easter is one of the top sweet potato buying periods and with additional inspiration retailers can send this sales period into overdrive,” Noritake said. “Especially with [an] egg shortage this year, there’s the opportunity to be playful with decor, like putting our colorful array of sweetpotato varieties in Easter baskets or sharing egg-free treat alternatives like our Vegan Easter Egg Brownies.”

Bako Sweet said it recommends that retailers place orders for Easter merchandising displays as soon as possible and begin showcasing Easter-themed items by mid-March to take advantage of early shopper decisions in the lead-up to the holiday.

Bako Sweet emphasizes summer sweetpotato offerings at retail

Thu, 01 Aug 2024 18:19:12 GMT

Bakersfield, Calif.-based Bako Sweet says it has range of summer opportunities for retailers, providing seasonal merchandising options and campaigns that aims to captivate both retailers and consumers alike

This summer Bako Sweet introduced its grilling merchandising bins, highlighting the versatility of sweetpotatoes in grilling recipes. The bins are available through Labor Day, providing retailers with an eye-catching seasonal display that encourages consumers to include sweetpotatoes in their summer grilling plans, according to a news release.

Bako Sweet said its dedication to staying fresh with the seasons means that merchandising options are continuously updated to reflect seasonal themes, ensuring that retailers can always offer something new and exciting to their customers.

“We are incredibly proud of the positive feedback and engagement we’ve received from our recent trade shows,” Susan Noritake, director of sales at Bako Sweet, said in the release. “Our commitment to providing innovative, seasonal merchandising options and supporting our retail partners is at the core of our mission. We look forward to continuing to grow and inspire with our value-added products.”

Bako Sweet said it is actively engaging people through social media to inspire them to use sweetpotatoes in new and creative ways. The brand is sharing recipes like Sweet Potato S’mores , Sweet Potato Burgers , and Sweet Potato Kabobs to showcase how delicious grilling with sweetpotatoes can be. Bako Sweet’s Instagram page is also a resource for retailers to share content and engage their shoppers, reinforcing the appeal of sweetpotatoes during the summer.

Bako Sweet said it is excited about deepening partnerships with longtime customers and exploring new opportunities. The brand is focused on supporting retailers with the right products and displays, ensuring that sweet potatoes are a prominent feature in stores.

From a marketing perspective, Bako Sweet is embracing omnichannel planning to reach consumers across various platforms. This comprehensive approach ensures that the brand’s message is consistent and impactful, driving consumer interest and engagement, according to the release.

American Sweet Potato Marketing Institute names executive director

Mon, 15 Jul 2024 17:56:03 GMT

The American Sweet Potato Marketing Institute has named Jeff Smutny as its executive director. Smutny brings more than 30 years of experience in global marketing and leading business operations, according to a news release.

The institute said Smutny has led agriculture associations in various roles and areas including strategic planning, regulatory affairs, brand development, industry outreach, advertising and promotions, federal program compliance, category research, public relations and crisis management.

“Jeff has extensive experience working with and for farmers, “ Johnny Barnes, American Sweet Potato Marketing Institute president, said in the release. “We could not be more excited to add Jeff to our Team as we continue to expand and meet the needs of our membership as well as consumers around the globe. We are looking forward to much success with Jeff at the helm.”

Prior to joining the sweetpotato industry, Smutny served as the global director of marketing and regulatory affairs for the 4,000-grower pecan industry. He also served in various roles for the USDA, providing regulatory oversight of all 29 federal marketing orders, the release said.

The institute also said Smutny spent time in political consulting, managing marketing for various political candidates. He began his career directing an advertising agency in California’s Central Valley. Smutny started a marketing consulting firm in 1988, which he still operates today and serves clients in agribusiness/consumer goods, outdoor recreation, automotive, commercial real estate, hospitality and political campaigning.

Smutny graduated from California State University, Fresno.

“I’m thrilled to be part of this team and humbled that ASPMI has selected me to help strategically lead this industry,” Smutny said in the release. “American sweetpotatoes have a fascinating story that perfectly fits into a healthy diet. I am excited to share this nutritious and delicious superfood with consumers, increasing consumption worldwide.”